Content Disorganisation Hinders Sales Enablement Efforts
With a 3,500-strong global workforce, a top priority for Hudl is to ensure that employees have what they need to be productive, no matter where they are located. However, it faced a significant challenge in the fact that when salespeople went looking for customer-facing content, it was rarely easy to find. Before implementing Highspot, Hudl used a combination of Google Docs and its internal intranet to store sales collateral. After more than 15 years in the business, this system had poor version control and was full of outdated information. This meant that when salespeople needed information quickly, it simply wasn’t available.
With the right content difficult to find, sellers often resorted to creating their own materials. This in turn led to another problem: the system became flooded with off-brand content that was not ready for external consumption.
Their current system also provided no insight into how salespeople and customers used existing content. “Salespeople would spend time bringing all this content together, but we couldn’t measure the return,” said Tom Blackshaw, the senior manager of revenue enablement at Hudl. Salespeople wouldn’t know whether customers were opening sales collateral, much less whether it resonated with them. This made customising the sales process extremely difficult and time-consuming.